Doner | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(216) 771-5700|
|Main Fax||(216) 771-1308|
|Larry D.||Senior Vice President & Brand Leader||OH|
Sample of Associated Brands
|Karen C.||Vice President & Brand Leader||OH|
|Paul F.||Vice President & Creative Director||OH|
|Peggy S.||Vice President & Brand Leader||OH|
|Willis C.||Art Director||OH|
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OOH, Print Opps: OhioHealth hikes marketing spend, selects new AOR
Subject: OOH, print, digital, spot TV, social media
Organization: OhioHealth, headquartered in Columbus, OH, is a not-for-profit healthcare system that runs eight acute care hospitals that include outpatient centers, long-term care facilities, rehabilitation centers, diagnostic imaging centers, women's health centers, and sleep centers.
Opportunity: After recently selecting Doe-Anderson as its advertising AOR, the Louisville-based agency announced that it would be opening an office in Columbus, in order to best serve its new client. The new shop is tasked with handling image, branding, positioning strategies, advertising campaign strategy and development, media planning and buying, writing, design and other creative services for OhioHealth.
Keep in mind that the healthcare system picked up its new ad agency while it was in the process of selecting the design-build team for its new corporate headquarters. In other words, as the organization increases spending to coincide with its growth, expect marketing efforts to increase as well. With that said, expect an increase in OOH, digital, print and spot TV, as Kantar Media reports these to be top ad channels for OhioHealth. Specifically, spending has been the highest in OOH and print, but Pathmatics reports that desktop display has increased since last year as well.
Therefore, healthcare and non-profit sellers should be reaching out now to secure ad dollars as they become available. Look for ad dollars tied to Q2 as this has been the top buying period for the health system in the past. Sellers that are Ohio-based should have an advantage securing revenue.
Digital Breakdown: Since January, Pathmatics reports that OhioHealth has spent $45,800 on desktop and $4,400 on mobile ads. Of the desktop ads, 89% were placed site direct and top ad destinations include nhl.com, dispatch.com, webmd.com, medicinenet.com, emedicinehealth.com and rxlist.com. Mobile ads were placed primarily through ad networks, with 23% placed site direct.
In comparison to the same period last year, OhioHealth spent $36,900 on desktop ads (80% site direct), $23,000 on mobile ads (53% site direct) and $29,000 on video ads (100% placed through DSP).
180 East Broad Street
Columbus, OH 43215-3707
VP, Marketing & Communications
Events/Sponsorship Manager, Marketing & Communications